Modern companies invest millions of dollars in developing marketing strategies to sell their products as profitably as possible. Nevertheless, good image design, flashy headlines, and advertising banners aren’t enough to successfully sell something. Many people deny it, but marketing, like any other field, has its rules. Once you’ve mastered the laws of marketing, you’ll understand how this industry works and how to get the most out of it.

Let’s start with *The Law of Leadership*. Do you know who was the first person to fly across the Atlantic Ocean solo? If you’ve ever been interested in this topic, you’ve heard the name Charles Lindbergh. But who was the second person to fly across the Atlantic Ocean solo? It is unlikely that you or your friends have heard of Bert Hinkler, who achieved this incredible feat. Hinkler outperformed Lindbergh in both skill and speed, yet Lindbergh earned all the recognition for being the pioneer.

When entering the market, most new businesses consider their primary goal to be to show that they are the best. However, this is always a challenge because the market can be crowded with giant companies that have been leading for decades. So, if you want your business to be successful, don’t try to be the best—try to be the first. Usually, it is the pioneering companies that capture the spotlight and attract immense demand, even if other companies offer superior products. For example, Hertz is the most famous company in car rental services, and Coca-Cola is the most famous in cola production.

But you don’t have to invent a completely new product to be the first. *The Law of Category* says that you can become wildly successful by being the first in a specific category. Let’s go back to our example with pilots. Few people know the second person who flew solo across the Atlantic Ocean, but many people know the name of the third person, and it is Amelia Earhart. Why? Amelia was the first woman to fly across the Atlantic Ocean. When you launch your product, instead of asking yourself, “What am I the best at?” ask yourself, “What am I the first at?”